| CODE | CRC5623 | ||||||||
| TITLE | Advanced Marketing Communication Strategy | ||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||
| MQF LEVEL | 7 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Corporate Communication | ||||||||
| DESCRIPTION | This study-unit provides an integrative approach to the various marketing activities undertaken. It provides frameworks for the development, implementation and evaluation of marketing strategy and planning. It considers the role of digital communication planning in the overall corporate strategic planning process and highlights the importance of the use of contemporary communications techniques and models in the strategy planning process. Study-Unit Aims: - Assist students in developing processes that allow for the achievement of marketing objectives through an appropriate marketing strategy. - Provide students with a set of frameworks that support the development of corporate and marketing strategies. - Integrate digital communication activities within corporate strategy undertakings. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Explain how the development of corporate strategy is influenced by strategic marketing considerations. - Describe the process used by companies to develop, implement and evaluate marketing strategies. - Identify the range of problems and decisions implicit in strategic market planning and ways of achieving a sustainable competitive advantage in the marketplace. 2. Skills: By the end of the study-unit the student will be able to: - Identify various ways companies can develop and utilize specific sources of competitive advantage. - Utilize various contemporary theories, tools and techniques for strategic marketing planning decisions. Main Text/s and any supplementary readings: Main Texts: - Walker, Orville and John Mullins. Marketing Strategy: A Decision Focused Approach, Boston, MA: McGraw-Hill Irwin. (Latest Edition).. Supplementary Readings: - Harvard Business School case studies will be used as an integral part of the course. |
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| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Albert Caruana |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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